[Your Name]

[Product Name] Public Relations and Marketing Plan

RESEARCH AND MARKET SUMMARY Market: Past, Present, and Future

Review changes in the market, which can include: Market share. Leadership. Players. Competition. Market shifts. Costs. Pricing.

Market Cycle
Number of Customers

1990

1995 Tim e

2000

2005

Product Denition
Describe the product or service being marketed. Use the Positioning Framework and include customer benets, key features, Positioning Statement (customer promise), supporting information and tagline if appropriate.

COMPETITIVE LANDSCAPE
Provide an overview of product/service competitors.

Competitor A

Competitors strengths Competitors weaknesses Competitors strengths Competitors weaknesses

Competitor B

DISTRIBUTION Distribution Strategy

Summarize how the product is distributed and who are the channels of distribution.

Distribution by Channel
Illustrate what percentage of distribution will be contributed by each channel. A pie chart might be helpful.

Channel 1 Channel 2 Channel 3 Channel 4

VERTICAL MARKETS/SEGMENTS
Discuss vertical market opportunities such as healthcare, telecommunications, retail, manufacturing, etc.: Discuss specic market segment opportunities. Address distribution strategies for those markets or segments. Address use of third-party partners in distributing to vertical markets.

INTERNATIONAL (IF APPLICABLE) International Distribution

Discuss: Distribution strategies. Issues specic to international distribution.

International Pricing Strategy

Explain the strategy for marketing within other countries.

Translation Issues
Highlight requirements for local product variations.

RESEARCH: EXISTING, REQUIRED AND CONDUCTED

Identify and share relevant existing market research, research required and research you intend to conduct (or are conducting at the time). This is a good place to include base-line satisfaction and awareness data if available. Also attitudinal and behavioral baselines as well as any brand recognition or branding research (ie positioning, usability, logo and image, focus group results, etc.)

PRODUCT COMPARISON AND POSITIONING Positioning of Product or Service

Distinctly dene the product in its market and against its competition over time. Position each competitors product against the new product.
D B

Price

C A

Perform ance

Consumer Promise (from the Positioning Framework)

Summarize the benet of the product or service to the consumer. Include customers positioning and any changes or enhancements that need to be highlighted for the PR activities.

COMMUNICATION STRATEGIES Messaging by Audience

List positioning and messages for different audiences. Consider what messages need to be slightly repositioned for different media and audiences. For example; Business press and customers Vs. Educational press and university customers and students.

Targeted Consumer Demo/Psychographics

List the demographics/psychographics for the targeted customers

CAMPAIGN OBJECTIVES
OUTPUT OBJECTIVES (The work you will do both short-term and long-term) IMPACT OBJECTIVES (The results you will achieve with the campaign)

LAUNCH STRATEGIES (IF APPLICABLE) Launch Plan

Discuss launch plan if the product is being announced.

Promotion Budget
Supply backup material with detailed budget information for review.

Promotional Schedule

Phase 1 Phase 2 Phase 3 0 20 40 60 80 100

Number of Days

SPECIFIC PUBLIC RELATIONS STRATEGY AND EXECUTION

Discuss: Targeted media and why. (include list of contacts and prioritize) PR strategy and PR plan components. Activities and milestones including what, when, how, and who is the owner of the activitiy. Backup PR plan, including editorial calendars, speaking engagements, conference schedules, etc.

PR SCHEDULE 12-Month Schedule Highlights

Outline highlights of the rst 12 months.

Timing
Identify timing dependencies critical to success AND OWNERS.

Sample Calendar (Excel Format)

KWR PR Calendar Plan
Action Item

August
Research sports and athletes bios Assign regions to team members Assign sport industry to team members Create current media contact list Brainstorm talking points and story angles Talking points doc ready to send to all kids/parents Write press releases and pitches - Press Release 'TOPIC 1' - Press Release 'TOPIC 2' - Press Release 'TOPIC 3' - Press Release 'TOPIC 4' Pitch stories and releases to media - Snowboarding industry story (Casey) - Skiing industry story (?) - Skateboarding industry Story (owner) - Surfing industry story (owner) - Wakeboarding industry Story (owner) - Kayaking industry Website review, up-to-date and error-free Send out media kits and additional info. - Casey - Todd - Randah - OWNER - OWNER - Owner Follow-up media contacts - Casey - Todd - Randah - OWNER - OWNER - Owner KOMO TV-Seattle, WA (Sky and mom) KUTV SLC, UT (Landen and Cody) local press success Receive regional press Receive national press Update media kits with new media hits Create template for all KWR releases, pitches, etc. Meet the Utah rippers media event/Q&A Create a 6-12 month plan to give to client KWR DVD kids' Christmas plan? The next generation of KidsWhoRip promo Done Done Done

September

October

November

December

January

Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4

Done Done

Done

e-mail

e-mail

e-mail

e-mail

e-mail

Success!

Wed/Sun

Who? Who?

Who? (date)

Date

Date

Sample PR Planning template

Month Activity
April Launch of new project

Target audience
Local people

Type of media

Key messages
1. 2. new project for mothers and children fun and free

Local radio/local media

Communication Evaluation Resources Method

Press coverage in local media press release Interviews on local radio? Posters and flyers in libraries Press releases Photocall at project Number of enquiries Printing costs of posters and leaflets

May

Announcement about new Director

Social workers/professional peers Local people Social workers/professional peers MPs, MSPs, local authorities

Professional/ trade media Local media/local people Professional press

1. 2. 1. 2.

W/c 15 report on research project published

th

National press/nation al radio Holyrood magazine

3.

Need to secure new funding streams Impressive track record (examples) need to secure new funding streams clear need for this service (give figures) first of its kind in Scotland

Press coverage achieved

N/a

Press release Feature article Letter to MPs and MSPs inviting them to visit

Press coverage achieved Number of visits

ADVERTISING STRATEGY AND EXECUTION (IF APPLICABLE)

Give: Overview of strategy. Overview of media and timing. Overview of ad spending.

OTHER PROMOTION Direct Marketing

Give: Overview of strategy, vehicles, and timing. Overview of response targets, goals, and budget.

Event Plan
Describe the events and justication for participation including who and how many expected to attend. Also include a detailed timeline and calendar of activities and events including dependencies and owners

Third-Party Marketing
Describe co-marketing arrangements with other companies.

Marketing Programs
Describe other promotional programs.

PACKAGING AND FULFILLMENT (IF APPLICABLE) Product Packaging

Discuss: Form-factor, pricing, look, and strategy. Fulllment issues for items not shipped directly with the product.

PRICING AND POLICIES Pricing

Summarize specic pricing or pricing strategies, and compare to similar products.

Policies
Summarize policies relevant to understanding key pricing issues.

EVALUATION PLAN/SUCCESS METRICS

List: First 6 month objectives and the plan to evaluate whether or not these objectives have been reached. First 12 month objectives and the plan to evaluate whether or not these objectives have been reached. Additional year goals *if applicable. Additional requirements & measures of success/failure for success.

Additional Materials Simple PR Plan/table

Sample PR Planning template
Month Activity
April Launch of new project

Target audience
Local people

Local radio/local media

Type of media

Key messages
1. 2. new project for mothers and children fun and free

May

Announcement about new Director

Social workers/professional peers Local people Social workers/professional peers MPs, MSPs, local authorities

Professional/ trade media Local media/local people Professional press

1. 2. 1. 2.

W/c 15 report on research project published

th

National press/nation al radio Holyrood magazine

3.

Need to secure new funding streams Impressive track record (examples) need to secure new funding streams clear need for this service (give figures) first of its kind in Scotland

Press coverage in local media press release Interviews on local radio? Posters and flyers in libraries Press releases Photocall at project

Communication Evaluation Resources Method

Number of enquiries Printing costs of posters and leaflets

Press coverage achieved

N/a

Press release Feature article Letter to MPs and MSPs inviting them to visit

Press coverage achieved Number of visits